Tesla is preparing to launch an updated version of its popular Model 3 sedan in the US market in early 2024. The new model, codenamed “Highland,” has already been available in Europe, China, other parts of Asia, and Australia for testing and early sales.
Model 3 Highland has been undergoing road testing undisguised on US roads over the past few months. This suggests the company is likely nearing the end of the development cycle and could be gearing up for an official launch sometime in the first quarter of 2024.
The Highland version of the Model 3 will feature refreshed exterior styling with new headlights and tail lights. The interior is also expected to receive some enhancements like an upgraded infotainment system and additional driver assistance features. Details remain scarce, but more information should emerge closer to launch next year.
This updated Model 3 will slot into Tesla’s lineup alongside the existing Standard Range Plus, Long Range, but Performance version will come later in the future. Pricing is still unannounced, but expect a slight premium over current Model 3 versions.
This new Highland version of the Model 3 promises to deliver significant improvements in value and refinement, making it comparable to luxury sedans from German automakers. With its upgraded features and styling, it aims to be an even more compelling option for US buyers seeking an affordable yet tech-advanced electric vehicle.
However, it remains to be seen how well this latest Model 3 will sell in the lucrative US market. Tesla will need to carefully position its messaging to convey that their vehicles are now price-competitive with similarly equipped gas-powered cars like the Toyota Camry. Many buyers still view Teslas as expensive despite recent price drops and feature additions.
Range anxiety also continues to be a barrier for some consumers when considering an EV for their main vehicle. Although most daily driving falls within the vehicles’ range, the worry of running out of charge on longer trips deters potential buyers. Tesla will need to accelerate its Supercharger network expansion into more hotel parking lots and rest stops. The recent deal with Hilton to place chargers at hotel sites points the way towards easing range concerns for travel.
By continuing to improve value, offer innovative tech, and expand infrastructure, Tesla aims to make the new Model 3 Highland – as well as its full lineup – increasingly viable and popular for US car shoppers. But marketing the affordability and capabilities of its vehicles will be just as key in driving mass-market adoption.